BUMKT5902 Marketing Management: Samsung Galaxy S11 Presentation Report

This presentation provides a comprehensive marketing analysis of the Samsung Galaxy S11. It begins with an overview of Samsung, its industry, and the competitive landscape. A detailed SWOT analysis highlights the product's strengths, weaknesses, opportunities, and threats. The presentation further delves into segmentation, targeting, and positioning strategies, outlining how the product is positioned in the market and the customer segments it aims to reach. Finally, the marketing mix (product, price, place, and promotion) is discussed, providing insights into how the product will be marketed. The presentation includes an industry overview, segmentation and targeting strategies, and the marketing mix to provide a clear understanding of the product's market potential. The presentation concludes with a bibliography of the resources used.

SAMSUNG GALAXY S11
AN OUT OF THE GALAXY EXPERIENCE
NAME OF THE STUDENT
ORDER ID
NAME OF THE UNIVERSITY

Introduction
The presentation will include:
• A brief overview of the organization.
• Industry overview.
• Swot analysis.
• Segmentation, targeting & positioning
strategies.
• Marketing mix.

Overview of the organization
o Samsung is one of the most reputed companies
in the consumer electronics market.
o The organization operates in the conglomerate
industry and is able to have a strong presence
in the consumer electronics market.
o The organization was established in the year
1938 by one of the renowned businessmen of
South Korea, Lee Byung-Chul.
o The senior management team of the
organization includes the chairman of the
organization, Lee Kun-Hee and the vice
chairman of the organization, Lee Jae-Yong.

Overview of the organization
 The organization is seen to
experience the expertise of
320671 number of employees
recorded in the year 2017.
 The organization generated us
$210.9 billion as revenue in the
year 2017.
 The organization generated us
$37.1 billion as the net income
in the year 2017.

Industry overview
 The global consumer electronics market is expanding in a significant
manner.
 The revenue of the mentioned industry is expected to increase to 337754
million us dollars in the year 2019.
 The global consumer electronics market is estimated to show a growth of
7.7% annually in the time span from 2019 to 2023 and that increases the
market volume to 454,492 million US dollars by the year 2023.
 The user penetration in the consumer electronics market is observed to
be 23.7% in the year 2019.

Industry overview
 The total revenue of the industry in the
year 2017 was recorded to be 285583
million US dollars.
 In the year 2018, total revenue of the
industry increased to 307279 million us
dollars.
 The expected revenue of the mentioned
industry in the year 2019 and 2022 are
337754 million us dollars and 435379
million us dollars respectively. (Information: Global Revenue of Consumer
Electronics Market)

Industry overview
 In the year 2017, the global consumer
electronics market is observed to have
1348.3 million number of users.
 In the year 2019, the global consumer
electronics market is expected to have a
rise in the number of users to 1741.9
million.
 The growth is expected to continue and
that is pretty evident with the
estimation of the 2355.8 number of
users in the year 2022.
(Information: User Penetration in terms
millions)

SWOT analysis
Strengths
 One of the major strength of the product is the perfect full screen display which in
the modern generation is seen to be one of the top most priority for the buyers.
 The inclusion of the QUALCOMM 5g chip in the new product of the organization
is expected to provide a competitive edge to the product in comparison to the
products of the other organizations.
 The incorporation QUALCOMM 5g chip will be significant for the mentioned
organization in improving the power efficiency of the product.
Weakness
 One of the main concern of the mentioned organization is the intense level of
competition that it is facing from the increasing market share of the companies such
as Apple, LG, HTC, Xiaomi and Huawei.

SWOT analysis
Opportunities
o The opportunity for the organization with the new product is seen to be significant as the organization will be able
to produce a better version of the galaxy series product and in addition to this, it will enable the customers to
experience a low weight product.
o The introduction of the product will enable the company in producing the scope to the customers in experience of
improved features which will have the potential to create the customer loyalty amongst the customers of the
organization.
o The launch of the mentioned product will provide a significant boost to the mentioned organization as it will be
serve the opportunity to the organization in improving their reputation of being one of the most innovative and
tech friendly business organization of the world.
Threats
• The organization is expected to face hit of the labour market owing to the increasing labour and employment
charges of the employees.
• The organization will be subjected to the increasing charges of the raw materials for the products and that is pretty
evident with the increasing prices of the screens, batteries and the chips that are expected to be used in the
mentioned product.

Segmentation, Targeting & Positioning
Segmentation
 The organization has the expertise in
operating in the consumer electronics market
with the capability to provide the optimum
quality mobile phones and home appliances
to the customers of the organization.
 The new product will enable the organization
to increase their goodwill amongst the
customers and will certainly play a crucial
role in the increment of the effectiveness of
the products of the organization.

Segmentation, Targeting & Positioning
Targeting
 The customers belonging to the age group of 20-40 years is observed to be maximum purchaser of the
consumer electronics products and the intention of the repetitive purchases is pretty evident amongst the
customers of the mentioned age group.
 The organization will be subjected to a profitable and sustainable business with the new product if they
target the youth generation for their product.
 The application of the pricing policy with a precise focus on the income levels of the middle class
income group will also enable the company to target the customers of the high income groups.
Positioning
 The organization is dedicated for providing the best quality products for their customers and is
determined to serve their customers with the products that include the modern and improved technology
along with the creative thinking of the research and development departments of the organization.
 The company has the ability to serve their products in different price ranges so that the customers of all
income groups have the chance to experience their products.

Marketing mix
Price:
The application of the pricing policy
for the mentioned organization with the new
product will be price skimming.
Place:
The promotional and the marketing
campaign of the organization will be conducted
in nations in which the organization operates.
The main focus will be on the metropolitan
cities as they preferred segment of the
customers belong to the metropolitan cities.